Information monitoring via the Internet is the most important part of online reputation management. Optimizing SEO while staying abreast of brand mentions and online reviews, explains ICMediaDirect, while maximizing the positive impact that social media accounts can have are the key underpinnings to any strategic image plan. According to the story by Richard Lorezen titled “The Impact of Online Reputation on Your Company’s Success,” around 70 percent of all consumers will consult the internet before making a purchase. Lorezen goes even more in-depth “more than half of consumers use the internet to learn about a brick-and-mortar store or company before they do business with someone.”